Abstract:

The tourist guides, which are the stone of the tourism industry, are tourist professionals who guide their visitors to the attractive parts of the destinations. Guides in the position of representatives of their countries are people who inform, guide, lead and help visitors satisfy and experience positive experiences. Being different from other guides, the personal brand concept to put a distinct range of characteristics in the forefront and to be a preferred guide also shows itself in this field. The concept of both tourist guidance and personal branding is increasingly important today due to the digitalization and competitive conditions. The tourist guides with many roles are among the leading faces of their countries. Therefore, the aim of this study is to guide the guides candidates who want to study, analyze and create personal brand processes of tourist guides, which are the main characters of the tourism industry. From here, the data was collected with the semi-configured conversation technique from the quality research methods of tourist guides that have become a personal brand in the study. The result of the work was found that the markage in the guide was suitable. It is very useful to mark in the guide in light of the data obtained from literature and guides participating in the study. Guidance and personal brand literature have been seen to be in harmony in terms of leadership, narrative skills, visibility, and continuity. Following the talks, various suggestions and road maps were drawn out to guides who want to mark in the guidance.

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